The challenge 

Effectively and efficiently attracting Mental Health Nurses

We’ve worked alongside Norfolk and Suffolk NHS Foundation Trust (NSFT) to tackle their increasing shortage of Qualified Mental Health Nurses. On this occasion, we created a strategy for them to effectively and efficiently attract Mental Health Nurses to their community teams.

The solution

Transforming the way NSFT reached potential applicants

We recognised an opportunity to transform the way NSFT reached potential applicants. It focussed on attracting passive applicants to join the Trust.

Attracting adult community mental health nurses | NSFT

A two month social media advertising campaign

With opportunities based in Great Yarmouth, the campaign focused on targeting a passive audience out of the immediate Trust area, opening up the pool of potential applicants.

Authenticity can make all the difference when resonating with a passive audience, so we actively engaged with current staff members during the content generation process to create video and written content. The enthusiasm of the staff really shone through.

Using insights gained from current staff, our expert content team also identified key themes and carefully crafted supporting content to further draw potential applicants interest. This focused on communicating both the benefits of joining the Trust and showcasing the unique elements the local area has to offer.

We directed all potential applicants to a bespoke online enquiry form.

Interested applicants were added to the Just R Recruitment Pipeline Management system where the Trust had full visibility and direct access to the interested individuals and could keep track of candidate progress as they moved through the recruitment process.

Attracting adult community mental health nurses | NSFT

We developed a digital recruitment campaign, made up of:

Attracting adult community mental health nurses | NSFT

Employer brand

Knowing that authenticity can make all the difference when resonating with a passive audience, Just R actively engaged with current staff members during the employer branding and content generation process to create a new identity, video and written content. The enthusiasm of the staff really shone through.

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Nicola

Nicola Birrell
Creative Lead
Employer Brand

Attracting adult community mental health nurses | NSFT

Recruitment Website

We directed all potential applicants to a bespoke online enquiry form.

Interested applicants were added to the Just R Recruitment Pipeline Management system where the Trust had full visibility and direct access to the interested individuals and could keep track of candidate progress as they moved through the recruitment process.

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Nicola

Nicola Birrell
Creative Lead
Creative and UX

Attracting adult community mental health nurses | NSFT

Social Media

Using the insights gained from the current staff, our expert content team also identified key themes and carefully crafted supporting content to further draw potential applicants interest. This focused on communicating both the benefits of joining the Trust and showcasing the unique elements the local area has to offer.

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Rachael

Rachael Bagshaw
CEO & Founder
Role here

Attracting adult community mental health nurses | NSFT

Photography & Video

We worked with all departments across the Trust to develop engaging photography and video with the right messaging to reach passive job seekers and attract them to the organisation.

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Rachael

Rachael Bagshaw
CEO & Founder
Photographer

The Results:

305k

People reached over a two month period

6,600

People engaged with the campaign via likes, comments & shares

40

Enquiries received via the bespoke online landing page

2

Offers made to date

"The response has been amazing. We are thoroughly impressed by the results! We have an advert which had rolled over three times with no applicants and we now have interviews, and they are not just local applicants."
Craig Olley, Community Team Manager
Norfolk and Suffolk Foundation Trust
Attracting adult community mental health nurses | NSFT

Want to understand how we can help?

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